Brandwave

How popular isFestool?

In September 2026, people searched for Festool by name about 3,140 times in New Zealand, a 36.5% increase from the previous year. These searches made up 11.6% of all New Zealand drywall sander brand searches, placing Festool fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about drywall sander brands, Festool appeared in three of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Festool is the fourth most searched of 7 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 38.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. DeWaltShare of searches 22%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. OzitoShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. FestoolShare of searches 11.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. MilwaukeeShare of searches 11.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

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Top drywall sander brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Festool is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Makita1st
  2. Festool2nd
  3. Mirka3rd
  4. Full Boar4th
  5. DeWalt5th
  6. Ozito6th
  7. Milwaukee–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Makita3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Full Boar3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mirka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ozito2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about drywall sander brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which drywall sander brands compete with Festool?

Festool against drywall sander brands in New Zealand, by month

Share of searches by month for Makita, DeWalt, Ozito, Festool, Milwaukee. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltOzitoFestoolMilwaukeeFull BoarMirka
Oct 202538.7%22.1%17.5%10.2%10.4%0.85%0.33%
Nov 202535.3%28.4%17%8.3%10.5%0.52%0.09%
Dec 202538.8%23.3%19.5%7.5%10.1%0.57%0.24%
Jan 202639.4%22.8%20.3%8%8.6%0.59%0.24%
Feb 202639.4%23%16.1%9.8%10.5%0.78%0.34%
Mar 202638.2%23%16.3%10.8%10.7%0.71%0.24%
Apr 202639.8%22.6%17.5%8.8%10.4%0.59%0.25%
May 202638.6%22.6%14.8%10.4%12.7%0.71%0.19%
Jun 202635.9%25.2%14.9%10.9%12.2%0.66%0.31%
Jul 202637%22%16.8%11.2%11.9%0.87%0.32%
Aug 202634.3%23.6%16.3%9.2%15.5%0.74%0.29%
Sep 202638.5%22%15.6%11.6%11.4%0.69%0.27%

  1. 1.Makita

    38.5%

    Held 1st. 10K estimated branded searches, +20% vs prior month. Share +4.1 points.

  2. 2.DeWalt

    22%

    Held 2nd. 5.7K estimated branded searches, 0% vs prior month. Share -1.6 points.

  3. 3.Ozito

    15.6%

    Held 3rd. 4.1K estimated branded searches, +2.5% vs prior month. Share -0.7 points.

  4. 4.Festool

    11.6%

    Moved from 5th to 4th. 3K estimated branded searches, +33.9% vs prior month. Share +2.3 points.

  5. 5.Milwaukee

    11.4%

    Moved from 4th to 5th. 3K estimated branded searches, -21.3% vs prior month. Share -4.1 points.

  6. 6.Full Boar

    0.69%

    Held 6th. 180 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Mirka

    0.27%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Festool and its closest rivals

Every comparison with Festool

16 comparisons

How has branded search demand for Festool changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Festool in New Zealand rose from 2.3K to 3.1K.
  • Across the 12 months ending September 2026, Festool’s share of searches among drywall sander brands in New Zealand increased from 10.2% to 11.6%.
  • Across the 12 months ending September 2026, Festool’s share of searches among drywall sander brands in New Zealand peaked at 11.6% in September 2026 and was lowest at 7.5% in December 2025.
  • Across the 12 months ending September 2026, Festool rose from 5th to 4th among drywall sander brands in New Zealand.

How did search popularity change for New Zealand drywall sander brands in September 2026?

5 changes

  1. In September 2026, Festool overtook Milwaukee to rank 4th among drywall sander brands in New Zealand, with 11.6% of the searches.

  2. In September 2026, Makita gained share of searches among drywall sander brands in New Zealand, from 34.3% to 38.5%.

  3. In September 2026, Milwaukee lost share of searches among drywall sander brands in New Zealand, from 15.5% to 11.4%.

  4. In September 2026, DeWalt lost share of searches among drywall sander brands in New Zealand, from 23.6% to 22%.

  5. In September 2026, Ozito lost share of searches among drywall sander brands in New Zealand, from 16.3% to 15.6%.

How are Festool’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Festool’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • festool
  • festool battery
  • festool chop saw
  • festool domino
  • festool drill
  • festool dust extractor
  • festool orbital sander
  • festool planer
  • festool plunge saw
  • festool router
  • festool sander
  • festool tools
  • festool track
  • festool track saw
  • festool vacuum
  • festool wall sander

Do you work for Festool? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Festool compete?

Festool is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Power tool brands7th of 93.6%Show ranking
Hand sander brands5th of 610.1%Show ranking
Orbital sander brands4th of 610.1%Show ranking
Palm sander brands5th of 610.4%Show ranking
Biscuit joiner brands4th of 611.1%Show ranking
Reciprocating saw brands4th of 610.9%Show ranking
Compound miter saw brands4th of 611.3%Show ranking
Drywall sander brands4th of 711.6%Shown above
Panel saw brands3rd of 611.8%Show ranking
Belt sander brands4th of 512.2%Show ranking
Chain mortiser brands3rd of 512.7%Show ranking
Dust extractor brands3rd of 813.5%Show ranking
Hand planer brands3rd of 614.7%Show ranking
Bench saw brands3rd of 416.1%Show ranking
Router circle jig brands3rd of 418.8%Show ranking
Router table brands2nd of 621.4%Show ranking
Countersink bit brands2nd of 526.3%Show ranking
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